I know the "paying bloggers" controversy is supposed to be the big news here but I'm more surprised that Google, the king of web advertising, uses an outside ad company. The first is that in at least one case a blogger's post linked to Google in seeming violation of Google's policy against so-called "paid links." Sullivan's bigger beef is that the content of the posts themselves consists of a video ad and some barely sensical text — the kind that of thing that Google is trying to flush out of its search results by tweaking its algorithms.